Strategic Selling and Value Propositions for Business-to-Business (B2B) Companies

COURSE DURATION 5 DAYS

Dates: 23^rd – 27^th November 2026

Introduction

If you find yourself continually lowering prices to secure business, this course is designed to help you break that cycle and enhance your value proposition. The focus is on how to offer superior value that customers are willing to pay a premium for, rather than competing solely on price.

Highlights of this Course

Using real-life examples from B2B companies that once faced severe price pressure but now command premium prices for their products and services, this ALARDI Africa course will teach you how to shift your approach. Learn strategic selling techniques and develop compelling new value propositions to successfully sell your offerings even in the face of lower-priced competitors.

Training Objectives

By the end of this ALARDI Africa training, you will be able to:

• Create a Consistent Sales Strategy
• Design Stronger Value-Propositions that Overcome Price Competition
• Gain Support Internally to Achieve Your Sales Targets
• Develop Stronger Customer-Relationships That Win Preference
• Offer Superior Value to Customers and Charge Them For It

Who Should Attend?

This ALARDI Africa training course is suitable for a wide range of professionals, but will greatly benefit:

• Managers and Directors who Want to Manage Sales Strategically
• Sales Teams that Need to Adopt Strategic Selling
• Executives Required to Create Value Propositions
• Communications Executives who Want to Communicate Strong Value Propositions
• Managers who Want to Build Stronger Relationships with Customers
• Experienced and New Sales Executives

Training Methodology

This Strategic Selling and Value Propositions for Business-to-Business Training Course by ALARDI Africa employs a practical, participant-focused approach to ensure effective learning and real-world application. The training will blend expert-led presentations with hands-on exercises, case studies, and group discussions to deepen understanding of key S&OP concepts and tools.

Participants will engage in scenario-based workshops simulating real business environments to practice developing and implementing S&OP processes. Interactive activities will encourage knowledge sharing and critical thinking, while structured debriefs will reinforce learning outcomes. The course also incorporates forecast modeling techniques and best practices from successful global organizations to help attendees contextualize their learning.

By combining theoretical insights with experiential learning, this training ensures that participants leave with actionable strategies they can immediately apply within their own operations.

Course Outline

Day One: Understanding Strategic Selling and How B2B Purchasing Has Changed

• Strategic selling and why it is essential
• How buyers’ buying behaviour has changed
• Why selling must change and how
• Best practice in strategic selling
• Breaking the low-price cycle with strong value propositions
• Understanding your company’s strategic intent

Day Two: How the Selling Strategy Works with the Brand

• Using the brand to win customers and contracts
• Identifying opportunities to add value in the selling process
• Value propositions that competitors can’t match
• How to select the best potential customers
• Defining the real customer-needs
• Using the brand in the selling process

Day Three: Influencing the Customer’s Specification, Setting Sales Objectives, Creating the Sales Strategy and Targeting

• How to influence the customer’s specification
• Building preference and credibility
• Setting your strategic selling objectives
• Defining the selling strategy
• How to target to win the sale
• Defining the priority, importance, and tasks

Day Four: Creating Superior Value Propositions

• How to build superior value-propositions
• Moving away from the USP
• What should you sell and why?
• Avoiding the ‘price destroyers.’
• How to justify a higher price
• The myth of ‘Total Cost of Ownership.’
• A strategy to win in the bidding process

Day Five: Communications to Support Sales, Win New Customers, and Build Relationships

• Communicating to win new customers
• Communicating to build existing relationships
• Communicating for credibility and influencing the sale
• Winning with principled negotiations
• Winning support internally
• Measuring the results of sales strategy

Certificate

• On successful completion of this training course, the ALARDI Africa Certificate will be issued to the participants.

Venue:

Kenya-Nairobi                           Cost USD 1800

UAE-Dubai                                 Cost USD 2200

Dates: 23^rd – 27^th November 2026